This Touching Pizza Ad Centers on a Little Boy Who Only Likes the Crust

Russia's Red Pepper Tells a Charming Tale for Yes Pizza

By Alexandra Jardine.Published on Mar 15, 2017

Editor's Pick

A touching ad for Russian pizza chain Yes Pizza centers on the idea that there are three kinds of people: people that eat all the pizza, people that leave the crusts and a third kind -- someone who only eats the crusts.

In the spot, by Red Pepper and directed by Ivan Sosnin, a young Yes Pizza restaurant worker (who gets the lucky job of standing outside in the snow dressed as a pizza slice) notices a little boy who comes into the restaurant only to gather up pieces of crust and take them away in a paper bag.

Intrigued, he follows him out into the snowy city with a box of pizza. You might imagine that there's a sad tale of poverty going on here, but the reveal is a little different, and the ad's gentle charm will make you smile.